The new flagship store in Shanghai strengthen Calvin Klein positioning in the global fashion market. It represents the brand's commitment to a strong consumer experience. Together with the Düsseldorf store, it is the first worldwide materialization of the innovative concept developed by Raf Simon, the brand’s new creative director.
The 600 sqm two-storey store is located at Raffles City development. The design conveys the brand’s minimal, modern aesthetic with a pop of color accents declined in sumptuous materials, which dialogue with the busy city outside. Digital technology is key throughout the store to offer consumers the opportunity to personalize the shopping experience and actively engage with the brand in new ways. Video-walls and a signature interactive video-table let shoppers explore the brand through publications, runway show videos, history, as well as access to Calvin Klein’s official social media platforms.Area-17 Architecture & Interiors oversaw the project management, further strengthening the long-term relationship between the firm and several international luxury brands, whom Area-17 supports in their expansion in the global market.